Up until this point, we have been discussing pricing as a one-sided equation of how much I as an artist need to get, to pay for whatever my lifestyle or other financial requirements are. But sales are never just a one-sided discussion — a deal always has to have two sides.

And while of course it’s imperative to find a good place to set-up our side of the equation (meaning we don’t sell our work for bread crumbs, and are consistent in our pricing structure), there is an equally important part that a lot of us may not give too much thought to, but is imperative that we understand.

The customer.